According to a recent nationwide online survey, 24 percent gay, lesbian and bisexual (GLB) adults report that they ‘like to keep up with the latest styles and trends,’ compared with 17 percent of heterosexual adults. The study, conducted by Harris Interactive® in conjunction with Witeck-Combs Communications, also showed that 17 percent of GLB adults ‘tend to upgrade to the latest model or version of a product,’ while 15 percent of their heterosexual counterparts do the same. When ordering mixed drinks, 36 percent of GLB respondents aged 21 and over say they always or often specify the alcoholic brand name, as opposed to 28 percent of non-gay respondents aged 21 and over.
The Internet survey also presented factors that would most influence the community’s loyalty to consumer brands. Specifically, when making purchasing decisions, they were asked how likely they were to consider a company’s nondiscrimination and benefit policies; its advertising strategy; and other types of corporate outreach. Seventy (70) percent of the respondents say they are at least very likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gays and lesbians. Half (51%) of GLB respondents also report they are extremely or very likely to consider brands that support nonprofits and/or causes that are important to them as GLB people.
Among other results, almost two-thirds (64%) of GLB respondents say they are at least likely to consider purchasing everyday household products and services from companies that market directly to gays and lesbians over competing brands that do not.